FWTA Transit Master Plan Campaign

Target Audience: - Choice riders - Current riders - Millennials - Riders 65 years or older - Funding partners - Greater Fort Worth community - Local businesses

Strategy Objective:The T Master Plan promotional campaign was designed to elicit awareness and pique interest about the future of transit in Fort Worth and surrounding communities. A major goal of this campaign was to communicate that among major transit systems in Texas, FWTA receives the least amount of funding. Because of this, FWTA comparatively provides the least amount of annual bus service hours despite a growing population. By informing the public of this disparity, The T Master Plan campaign highlights how public support and investment are needed to create a stronger a transit system that will, in turn, strengthen communities. The expanded transit routes will provide improved regional connectivity including service to Grapevine, North Richland Hills and Dallas/Fort Worth International Airport.

Situation Challenge: The purpose of the Transit Master Plan campaign was to communicate the proposed improvements to the current transit system. The Fort Worth Transportation Authority, with Fort Worth and Tarrant County communities, drafted specific goals for The T Master Plan that would encourage greater transit service to meet the needs of a growing population. Information about The T Master Plan was made available to community groups and local businesses via various outlets to raise awareness and encourage business investment and support. The T Master Plan's five-year recommendations clearly describe the benefits of an improved transit system and the impact on Fort Worth communities. It was essential to encourage the public to rally behind this strategic view for the future of transit in Fort Worth.

Results Impact: - Prior to the February 29 Star-Telegram insert, web traffic for www.tmasterplan.org website averaged 8 visits per day. This jumped to 666 and 673 (85 times over) visits per day on February 29 and March 1, respectively. Since then the site has averaged around 40 (5 times over) visits per day. The insert triggered coverage in local media outlets, including articles in the Star-Telegram and Fort Worth Business Press, as well as airtime on NBC5. - The T Master plan digital banner ad campaign received 77,633 total impressions with a click-through rate of .18% - The T Master Plan email blast was delivered to 150,000 emails with an open rate of 15.6% and a click-through rate of 1.2% - Total impressions for The T Master Plan tent and booklet for Fort Worth's Main Street Arts Festival: 300,00

Why Submit: The T Master Plan campaign is helping to establish the Fort Worth Transportation Authority as an innovative leader in the transit community. By involving transit riders and residents of Fort Worth, The T Master Plan encompasses strategic goals that best meet the needs of a growing metropolitan community. The campaign has created a conversation about transit needs in the Fort Worth community via social events, digital marketing, and traditional advertising. The T Master Plan campaign deserves to be recognized because of the awareness it has brought to transit needs and funding in Fort Worth. - The T Master Plan has been presented to the Fort Worth City Council and multiple community groups. - Since its March 2015 launch, TMasterPlan.org has had almost 16,000 unique visitors.